CHA – MANAGING MEMBER- CEO/PRESIDENT
As President and CEO of Lincoln Asset Management, Torre Morgal has developed a strong infrastructure of dedicated professionals with extensive experience in hotel operations, sales and marketing, human resources, finance, technology, and capital management.
Torre brings a wealth of knowledge, skill, and vision to the company. His dynamic leadership and years of hospitality experience has made Lincoln Asset Management into one of the Northwest’s largest hotel management firms.
Torre has a particular skill in assessing the competition and has an expert ability to analyze exactly what works and why. He has spent years studying the Northwest markets and has the skill to accurately evaluate the competition and a unique understanding of market conditions. He has used that ability to reposition properties to outperform their competition.
Torre has been responsible for developing multiple new construction properties, creating property repositioning strategies, numerous successful remodeling projects, and overseeing all hotel operations. Torre is highly skilled at contract and franchise negotiations. His financial skills have been perfected in the area of hospitality banking by years of successful loan transactions for the purposes of building, buying, refinancing and redeveloping hotels. Torre also currently serves as a Governor with Best Western and has for the last 14 years.